Citigate Dewe Rogerson surveyed more than 100 marketing professionals in the UK and Ireland in October 2008 to come up with these findings:
· Over 50% of marketing pros allocate under 5% of budgets to digital PR
· Over 65% of marketing pros in the UK and Ireland believe online-digital PR will be integrated into corporate communications by 2012.
· Biggest barriers to adoption: budget-48%, skills-40% and understanding business benefits-31%
· Over 50% tried some online PR, including search engine optimization ad pay per click
· More than half of marketing professionals devote less than 5% of PR budgets to digital activity
Phil Szomszor, head of digital at Citigate Dewe Rogerson, said: “It’s encouraging that online PR is firmly on the radar of marketing departments, with many committed to spending more as a proportion of their PR budget in 2009. But we urge companies to consider areas that will deliver greater reputation management value than SEO and e-newsletters, such as buzz monitoring, blogger relations and, where appropriate, social network engagement and producing company blogs. Companies can learn a great deal from those brands that are already blazing a trail with online PR, including the need to measure results, involve a wider range of disciplines, secure senior management buy-in and use a wider range of tools and channels.”
How do you think the US compares?